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@article{206802,
        author = {Dr Chaitra K S and Mr Hari Krishna T D},
        title = {A STUDY ON FACTORS INFLUENCING PARENTS' CHOICE OF SCHOOL AND ITS IMPACT ON THE INSTITUTION},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {2},
        pages = {2924-2930},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=206802},
        abstract = {Selecting an educational institution for a child is a complex process driven by a blend of functional, economic, and emotional factors. This research, titled "A Study on Factors Influencing Parents' Choice of School and Its Impact on the Institution," examines the primary determinants behind parental school selection and evaluates how meeting these parental expectations shapes enrollment trends, institutional reputation, and operational sustainability. Utilising a descriptive and analytical research design, primary data was gathered from 70 parents via a structured questionnaire and processed using percentage analysis and descriptive evaluation tools. The empirical findings reveal that academic reputation (54.3%), safety and security measures (48.6%), and fee affordability (45.7%) serve as the decisive benchmarks for families. Notably, word of mouth remains the primary discovery driver (42.9%), while digital avenues remain underutilised at 15.7%. Conversely, teacher competence emerged as the top priority for institutional improvement (60%). The study highlights a substantial gap between parent expectations and delivery, as evidenced by a modest 54.3% recommendation rate. Ultimately, the research confirms that aligning institutional initiatives with parent preferences significantly impacts an organization's performance and market standing. The study recommends that schools prioritize continuous faculty development, optimize multi-channel communication strategies, and upgrade digital visibility to maintain a distinct competitive edge in an increasingly crowded educational marketplace},
        keywords = {Parental Choice, Academic Excellence, Institutional Performance, Educational Marketing, Consumer Behavior, Teacher Competence, Stakeholder Satisfaction.},
        month = {July},
        }